Why You Should Think Twice About Who You Envy on Social Media

Why You Should Think Twice About Who You Envy on Social Media

I found this article the other day posted on my Facebook.  I found it interesting because it talks of how social media has moved beyond a tool for sharing and has become a tool for showing.  This means that people are now concerned with their image on social media, wanting their lives to seem perfect from the outside.  People rarely showcase the negative aspects that are shadowing their lives, unless it is put forth in yet another attention seeking manor.

This leads me to wonder, how can a marketer tap into this facade that plagues the profiles of the majority of individuals on social media.  Will playing into the superficial, idealistic role a person takes on be the most successful avenue or will divulging into the core of an individual, targeting who they truly are be more effective?

I would love to hear your opinion – both on who people really are on social media and if targeting them or the person they try to be likely more effective?

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6 thoughts on “Why You Should Think Twice About Who You Envy on Social Media

  1. I appreciate the input from both of you, cassandrasloan and nesh6540. Your opposing points of view both contain valid points. If a person cannot truly afford a michael kors watch they will not be able to post about purchasing it, they would also not want to be the people the company targets – however someone who saves to buy a michael kors watch just to say they have one, and posts about it all the time would be the person a marketer would want to target. I think the most success comes from a company being authentic on social media, even if the people interested in them may be less than authentic.

  2. This is true. However individuals often go the extra mile to ensure they keep up these fake persona’s which would mean buying into the newest and coolest fad’s on the market. Even if the individuals cannot afford the actual product they will at least pretend that they do. For example posting a status like “Just bought a new Michael koors watch!” in their status. This promotion is important for the brand as well. Therefore targeting these fake persona’s are important because people may buy into them and also advertise that they are doing so providing free advertisement to the brand.

  3. I understand what you are saying nesh6540 but I don’t think that marketing to those fake persona’s would be an effective marketing strategy. Think about it. People pretend to be something they are not but It’s not actually who they are on the inside. I am sure you can relate.

  4. I think you bring up an interesting question Rozalyn! But i disagree with Cassandralsoans comment. People spend countless hours of their lives creating these fake “perfect” versions of their lives on social media and many of them are willing to go the distance to ensure this image is kept up. Therefore I feel that it would be extremely beneficial for marketers to target the fake perfect persona’s in which people are constantly trying to keep up.

  5. You bring up a good point Rozalyn! I think people do shadow their lives and pretend to be something they are not over the internet. Yet, I think when it comes down to marketing, it would be a more effective strategy to target the actual person behind the computer screen. Although they act a certain way toward other people over the internet, they aren’t actually those people.

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